Under UK rules, Google must give publishers the option to opt out of AI search features

A UK regulatory decision will give online publishers more control over whether their sites appear in Google’s AI search features. The Competition and Markets Authority’s (CMA) new code of conduct requires Google to allow website owners to keep their content away from features such as AI overviews and prevent it from being used to “fine-tune” Google’s AI models.

“In a world first, publishers now have effective tools to prevent their content from being used to support AI features in search, such as AI summaries,” the CMA announced. “This will put publishers such as news organizations in a stronger position to negotiate content deals with Google.”

Google must also ensure that publisher content is “properly attributed and uses clear links” in AI-generated search results. According to the CMA, these requirements will “ensure a fairer deal for publishers and consumers and improve Google’s search services in the UK”. Google has already…